Friendship Dairies embarks on comedic campaign for cottage cheese
The ‘Smooth Off Challenge’ captures the chemistry that happens only between girlfriends who get together to banter and riff.
Friendship Dairies, Friendship, N.Y., said its new “Smooth Off Challenge” campaign, created by Partners + Napier, stands out from the cottage cheese-related “snore-fest” by taking a decidedly unprudish approach. The campaign features a female creative pair who are friends-in-real-life and “more Fey and Poehler than Rachel and Monica.”
“The campaign taps into the chemistry and connection that happens between women through authentic humor,” said Gretchen Bye, creative director at Partners + Napier. “Every woman has a sister who they get down and dirty with, a wing-woman who makes the mundane fun. That’s about as real as it gets. That’s the voice we wanted to bring to Friendship Dairies. And who doesn’t love a shirtless pool boy?”